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Marketing

Michael J. EtzelBruce J. WalkerWilliam J. Stanton

出版	McGraw-Hill, 1997
主題	Business & Economics / Marketing / General
ISBN	00701895449780070189546
URL	http://books.google.com.hk/books?id=M3-UiABzUP4C&hl=&source=gbs_api

註釋

This textbook stresses the importance and necessity of a customer-oriented approach to marketing. It covers relationship marketing, ISO 9000, database marketing, and the technological developments that have reinvented marketing practice in the 1990s, such as Internet and the World Wide Web. Case studies include rivalries such as Coke versus Pepsi.